This week, we’ve had an opportunity to talk to Jen Aphay, the entrepreneur behind the beauty brand Gymnos. Unlike other beauty brands, Gymnos offers a unique product that is sweatproof makeup, developed especially for active women in mind. It also stands as one of the few active beauty brands in the world, which Jen was able to grow through bootstrapping her business early on.
ISB: What got you interested in developing an ‘active beauty’ solution?
JA: As someone who’s always been active and on-the-go, I struggled to balance a long commute, fitting in a gym class and maintaining my makeup after a long day. I have tried countless products that claimed to be sweatproof, spending hundreds of dollars, but none of them lived up to the promise. After investing so much time and money and waiting for major brands to develop products specifically for active women, I realised a real gap in the market. That’s when I decided to create an active beauty solution that truly works – one that would save women time, money, hassle and the stress of makeup meltdowns.
ISB: Can you share with us the journey of bringing that solution to life as Gymnos?
JA: Bringing Gymnos to life meant carefully selecting the right suppliers and working closely with their biochemists to understand how ingredients perform under various conditions. To ensure our products lived up to their promises. We tested our products on women with various skin types and across different occupations, ensuring they were perfect for every active woman. We put them through other rigorous testing too – from being worn during intense gym sessions and hot yoga to swimming and even sauna sessions! The goal was to create a brand that truly resonated with women facing these challenges, empowering women to feel confident, knowing their makeup will stay flawless throughout the day, no matter what.
ISB: What gave you the courage to leave your legal career behind and be an entrepreneur full-time?
JA: I came to the harsh realisation that Gymnos would never become what I envisioned if I didn’t take a massive leap of faith – leaving behind a secure, six-figure job. Time was of the essence, and I knew building a brand takes full commitment, not part-time effort. After sitting on the idea for two years, I wasn’t willing to let fear or hesitation limit the brand’s potential. I took the risk, knowing that only by fully dedicating myself could I make Gymnos the success it is meant to be.
ISB: What was the most daunting challenge you’ve faced in realising your business idea and how did you overcome it?
JA: The most daunting challenge I faced in realising my business idea was venturing into a niche market that was completely new to me, with no experience or guidance to rely on – diving into the unknown, without knowledge of cosmetic formulation and no clear starting point. But I refused to let that hold me back. I immersed myself in research, read a lot of books, and embraced every challenge along the way. My ultimate mission was to empower women to feel and look beautiful while breaking a sweat. That kept me focused and driven, helping me overcome every obstacle along the journey.
ISB: How do you envision Gymnos’ growth in the next couple of years?
JA: In the next few years, I envision Gymnos becoming Australia’s top active beauty brand, redefining the intersection of fitness and beauty. Our ambition stretches internationally, with plans to expand into markets like the USA and UAE. We’re also focused on getting Gymnos into major beauty stores soon. I truly believe Gymnos will be an essential item in every active woman’s bag, embodying strength, beauty, and empowerment.
ISB: If there is one advice you can give to someone who has a business idea they want to bring to life, what would it be?
JA: My biggest piece of advice would be to start as soon as the idea comes to you! Procrastination can hold you back, and ideas are only as powerful as the effort you put into them. I learned this the hard way when I sat on the Gymnos concept for two years, believing I could bring it to life in no time – that wasn’t the case at all. Many people underestimate their own potential and the work that comes with bringing a vision to life. The sooner you take the first step, the quicker you’ll realise that your idea could be the next big thing. Remember, dreams only turn into reality when you act on them.
